This document discusses leveraging causes to support businesses through cause marketing and corporate social responsibility programs. It provides statistics showing that consumers are increasingly interested in brands that support good causes. It then discusses different types of cause marketing programs and strategies for choosing the right cause, providing support, communicating the partnership, ensuring legal compliance, and measuring impact. Examples of successful cause marketing programs from retailers like Burlington Stores, BCBG, BOBS from Skechers, and Carter's/Osh Kosh B'gosh are also presented.

1. Leveraging a Cause to Support
Your Business
Peter Paris, Program & Marketing Director
K.I.D.S./Fashion Delivers, Inc.
October 6, 2014
(877) 769-3047
(408) 404-0152 fax
sales@agilone.com
AgilOne, Inc.
1091 N Shoreline Blvd. #250
Mountain View, CA 94043

2. Consumers and Causes
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Cause sponsorship is predicted to reach $1.84 billion in 2014, a projected increase of 3.4% over 2013; 2013’s
total was a 4.8% increase over 2012. IEG Sponsorship Report
91% of global consumers are likely to switch brands to one associated with a good cause, given comparable price
and quality. 2013 Cone Communications/ Echo Global CSR Study
50% of global consumers said they would be willing to pay more for goods and services to reward companies
that give back to society (44% in the U.S. and 38% in Canada). Nielsen 2013 Consumers Who Care Study
93% of consumers want to know what companies are doing to make the world a better place and 91% also want
to be heard by companies. Unfortunately, 71% report being confused by the message companies use to talk about their efforts
and impacts. 2011 Cone/Echo Global CR Study

3. What Do We Call It?
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Cause Marketing vs. Corporate Social Responsibility
Supports the larger
organization
Supports a particular
brand or product

4. How Does It Help?
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Measuring the impact of cause relationships
• Leveraging existing metrics
• $ Value
• # Helped
• Identifying new benchmarks
• Social media and customer engagement

5. The Right Cause
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Making your brand relevant through a cause
• Working with nonprofits
• What cause makes sense for your brand or company?
• What cause motivates/makes sense to your customers?
• Choosing/avoiding issues

6. Your Brand & Causes
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How will you provide support?
• Money – Most efficient, flexible
• Product – Gifts In Kind: direct line to brand/company
• Events – Consumer or industry options

7. Telling the Story
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Leverage your program for content
• Define partnership communications roles
• Marketing/advertising
• Publicity/spokespersons
• Social media
• Employee engagement

8. Follow the Law
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Legal and regulatory issues
• Fundraising v. Donating – engaging v. leading
• Commercial Co-Ventures – details, regulations
• State Requirements Vary – consult lawyers & accountants
• Use a legal agreement to cover expectations

9. Program Examples
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Burlington Stores
• Strategic timing of various
partners
• Store openings
• Book Buddies
• Coat Drive/Toy Drive

10. Program Examples
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BCBG Stores
• Buy one, give one
• Flexible timing
• In-store, Out-of-store marketing
• Extension through follow-up

11. Program Examples
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BOBS from Skechers
• Distributing shoes made for
donation
• 1 million pairs per year
• Supports brand’s key feature
• Leveraging the program for
business partners

12. Program Examples
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Carter’s/Osh Kosh B’gosh
• Excess product collection at
store level
• Local charity partners matched
to stores
• Promotion-based activities add
to ongoing donations

13. Program Examples
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Echo Design
• Ecommerce: Buy one, give two
• Manufacturer, reaching
consumers online
• Flexibility for annual cause
focus

14. Resources
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Useful Links
http://www.causemarketingforum.com
http://www.guidestar.org/
https://www.charitynavigator.org/
http://www.gtlaw.com/News-Events/Publications/Published-Articles/136580/For-Goodness-
Sake-Legal-Regulation-and-Best-Practices-in-the-Field-of-Cause-Related-Marketing
http://www.charitiesnys.com/cause_marketing.jsp
http://www.burlingtoncoatfactory.com/AboutUs/CommunityRelations.aspx

15. Q&A
Peter Paris
Program & Marketing Director
K.I.D.S./Fashion Delivers, Inc.
266 W. 37th St. 22nd Fl
NY, NY 10018
Office 646 362 9091
www.DonateProduct.com
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